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ING signs personal deals with Alonso and Piquet

NEWS STORY
07/03/2008

The ING Group has signed global personal sponsorship deals with Renault drivers Fernando Alonso and Nelson Piquet. The agreements with both drivers will support ING's business objective for the second year of its F1 sponsorship programme - using the F1 platform to drive business to the organisation.

Both drivers' sponsorship agreements will be effective for the 2008 and 2009 seasons, and sit alongside the title sponsorship of the ING Renault F1 Team, and the title sponsorships of the ING Australian GP, ING Belgian GP and ING Hungarian GP, together with on-track branding at 13 of the 18 Grand Prix.

ING will be the exclusive global financial services sponsor of Nelson Piquet, who will act as a global brand ambassador for ING Private Banking. Nelson will undertake a range of promotional and client-related activity, including personal appearances, marketing and advertising work for ING Private Banking's high-net-worth client base.

ING is also the personal sponsor of Fernando Alonso globally, focusing activity within the important Spanish market. ING Group and ING Direct in Spain will work closely with Alonso on significant marketing campaigns, using one of Spain's most influential celebrities to assist in driving business to the country's leading direct bank, and further developing ING's brand awareness globally.

Isabelle M Conner, Head of Branding and Sponsoring, ING Group said: "Our achievements during the 2007 season exceeded our expectations - independent research showed we were one of the most visible sponsors in F1, while tracking research demonstrated significant increases in both the perception and visibility of the ING brand globally. "

"During 2008 we are now moving our sponsorship onto another level - we will drive business into ING through F1, and our sponsorship deals with Fernando Alonso and Nelson Piquet will play a key role in supporting this objective".

Fernando Alonso commented: "I am very excited to be back in ING Renault Team and I really enjoy the idea of working side by side with such an innovative bank that has supported me so much on my return home."

Nelson Piquet commented: "I enjoyed a very strong relationship with ING during 2007, and I am delighted to extend this relationship with ING Private Banking, and support them through what will be a hugely exciting season of F1 racing."

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